by Ko Wai-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 54-55). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / PREFACE --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- EXECUTIVE SUMMARY --- p.2 / Chapter III. --- BUSINESS DEFINITION / Nature of Business --- p.3 / Types of Credit Card Credit Card --- p.4 / Charge Card --- p.4 / Affinity Card --- p.4 / Company Card --- p.5 / Cash Card --- p.5 / Smart Card --- p.5 / Functions of Credit Card / Exchange Medium --- p.6 / Source of Credit --- p.6 / Source of Cash --- p.7 / Operations of Credit Card --- p.7 / Chapter IV. --- market and channel definition / Cardholder --- p.9 / Merchant --- p.9-10 / Market Players --- p.11-12 / Chapter V. --- RESEARCH METHOD AND LITERATURE REVIEW / Literature Review / Database Marketing --- p.13 / Direct Mail --- p.14 / Telemarketing --- p.15 / Advertising --- p.15 / Credit-based Promotion --- p.16 / Interview --- p.16 / Research --- p.17 / Secondary Data --- p.17 / Chapter VI. --- RESEARCH ANALYSIS / Objectives / Overview of Credit Card Market --- p.18 / Card Acquisition --- p.18 / Card Utilization --- p.18 / Card Attrition --- p.19 / Research Method --- p.19 / Findings / Higher Utilization rate of credit cards --- p.20 / Bonus Points Scheme is Driving Card Usage --- p.20 / Components of an Ideal Bonus Point Scheme --- p.21 / "Affinity Cards, Especially Co-branded Credit Cards, Will Become a Trend" --- p.21 / Rising Demand for Higher Credit Limit --- p.21 / More Competitive Interest Rate Offer is Expected --- p.22 / Repayment will Become More Custom-made --- p.22 / Stronger Resistance to Annual Fee --- p.22 / Rewards (Card Acquisition) are Evaluated to Dollar Terms --- p.22 / "More Bargaining and Interactions with Card Issuers, and Growing Importance of Telephone Service at Card Centre" --- p.22 / Image of Hang Seng Credit Card Has Been Changed --- p.23 / Interest in Electronic Money is High --- p.23 / Bank Image Perception --- p.23-25 / Chapter VII. --- MARKETING PLAN / Current Situation and Review / Promotions --- p.26 / Brand Image --- p.27 / Competitive Analysis / Market Share Analysis --- p.28 / Product Features --- p.28-30 / Promotions --- p.31 / SWOT Analysis --- p.31 / Marketing Objectives & Strategies / Objectives --- p.32 / Marketing Strategies --- p.32-34 / Promotion Plan --- p.35 / Chapter VIII. --- CONCLUSION --- p.36 / APPENDIX / Major Credit Card Product Features --- p.37-43 / Major Credit Card Promotional Campaign - 1997 --- p.44-48 / Promotional Schedule for Hang Seng Credit Card - 1998 --- p.49 / Focus Group Discussion Guide --- p.50-53 / REFERENCES --- p.54

by Chiang Kwok Keung, Eric, Fung Shun Ching, Katherine. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf [9]

published_or_final_version / Business Administration / Master / Master of Business Administration

by Hau Ka-hau, Wu Wei-chi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 84-[85]). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.vii / LIST OF ILLUSTRATIONS --- p.ix / LIST OF TABLES --- p.xi / ACKNOWLEDGEMENTS --- p.xii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Background Information --- p.1 / Purpose of.the Study --- p.5 / Chapter II. --- METHODOLOGY --- p.6 / General Description of the Experimental Technique --- p.6 / Subjects Used --- p.8 / Simulation Game --- p.8 / Company Interview --- p.9 / Details of the Experiment --- p.9 / Chapter III. --- DATA ANALYSIS AND DISCUSSION --- p.13 / Chapter IV. --- COMPANY INTERVIEWS --- p.22 / Interview with Citibank --- p.22 / Interview with American Express --- p.28 / Chapter V. --- IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Factors Affecting the Selection of a Credit Card --- p.33 / Benefits of the Bonus Points Programs --- p.35 / Lucky Draw --- p.37 / Discounted Merchandise --- p.39 / Target Marketing --- p.41 / Chapter VI. --- LIMITATIONS OF THE STUDY --- p.44 / Chapter VII. --- CONCLUSION --- p.46 / APPENDICES --- p.48 / TABLE --- p.82 / BIBLIOGRAPHY --- p.84

by Ho Yiu Hung, Ronald. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf 77.

by Chan Bo Ching. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 65). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1. --- Basic Functions of credit card --- p.1 / Chapter 2. --- Significance and objectives of the study --- p.1 / Chapter 3. --- History of credit card --- p.3 / Chapter 4. --- Operations of credit card --- p.6 / Chapter II. --- METHODOLOGY AND LITERATURE REVIEW --- p.10 / Chapter III. --- THE DEVELOPMENT OF CREDIT CARD MARKET IN HONG KONG --- p.13 / Chapter IV. --- ANALYSIS OF STRATEGIES OF CREDIT CARD BUSINESS --- p.21 / Chapter 1. --- Macroenvironmental Analysis --- p.21 / Chapter 2. --- SWOT Analysis for Hong Kong Credit Card Market --- p.24 / Chapter 3. --- Analysis of Competitive Strategy by Michael Porter's Model --- p.27 / Chapter 4. --- Overall Strategies of Hong Kong Credit Card Operations --- p.36 / Chapter V. --- EMPIRICAL STUDY --- p.44 / Chapter 1. --- Market Leader --- p.44 / Chapter 2. --- Market Challengers --- p.46 / Chapter 3. --- Market Followers --- p.48 / Chapter 4. --- Market New Comers --- p.49 / Chapter 5. --- Withdrawer from International Card Market --- p.49 / Chapter VI. --- CONCLUSION --- p.51 / APPENDIX --- p.55 / Chapter 1. --- International Card Issuing Organizations in Hong Kong --- p.55 / Chapter 2. --- Hong Kong Market Share Analysis --- p.56 / Chapter 3. --- Development of Card Business (Credit and Charge Card) In Hong Kong (Major Milestones) --- p.58 / Chapter 4. --- Table of Dates of Establishing Credit Card Services --- p.62 / Chapter 5. --- Demographic Characteristics of Hong Kong --- p.63 / Chapter 6. --- Competitive Analysis - Hong Kong Market --- p.64 / BIBLIOGRAPHY --- p.65

by Cheung Mo Man, Mandy, Lau Yiu Kwong, Clive. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves [31]-[34] (2nd group)). / EXECUTIVE SUMMARY --- p.i / ACKNOWLEDGMENTS --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVES --- p.5 / Chapter 2.1 --- Decision-Making Objective --- p.7 / Chapter 2.2 --- Research Objectives --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.9 / Chapter 3.1 --- Standardization Versus Adaptation --- p.9 / Chapter 3.1.1 --- International Marketing Standardization --- p.11 / Chapter 3.1.2 --- International Marketing Adaptation --- p.13 / Chapter 3.1.3 --- Standardization or Adaptation? --- p.14 / Chapter 3.2 --- Studies on Credit Card Market --- p.16 / Chapter 3.2.1 --- Cross-Cultural Studies of Credit Cardholders --- p.16 / Chapter 3.2.2 --- Studies of the Credit Card Market in Hong Kong --- p.20 / Chapter 3.2.3 --- Studies of the Credit Card Market in the United Kingdom --- p.23 / Chapter 3.3 --- Overview of the Credit Card Market --- p.25 / Chapter 3.3.1 --- Global Market --- p.25 / Chapter 3.3.2 --- Hong Kong Market --- p.36 / Chapter 3.3.3 --- United Kingdom Market --- p.39 / Chapter IV. --- METHODOLOGY --- p.43 / Chapter 4.1 --- Research Design --- p.43 / Chapter 4.2 --- Data Collection --- p.47 / Chapter 4.2.1 --- Secondary Data Collection --- p.47 / Chapter 4.2.2 --- Primary Data Collection --- p.48 / Chapter 4.3 --- Sampling --- p.50 / Chapter 4.3.1 --- Sampling Method --- p.50 / Chapter 4.3.2 --- Sample Size --- p.51 / Chapter 4.4 --- Construction of Questionnaire --- p.52 / Chapter 4.5 --- Field Work --- p.55 / Chapter 4.6 --- Data Analysis --- p.56 / Chapter 4.6.1 --- Editing --- p.56 / Chapter 4.6.2 --- Coding --- p.57 / Chapter 4.6.3 --- Methods of Analysis --- p.58 / Chapter V. --- LIMITATIONS --- p.61 / Chapter 5.1 --- Sampling Control --- p.61 / Chapter 5.2 --- Information Control --- p.62 / Chapter 5.3 --- Administrative Control --- p.63 / Chapter VI. --- FINDINGS AND IMPLICATIONS --- p.65 / Chapter 6 .1 --- Usage Patterns --- p.65 / Chapter 6.2 --- Card Selection Criteria --- p.72 / Chapter 6.3 --- Attitudes Toward Credit Cards --- p.76 / Chapter 6.4 --- Demographic Characteristics of Heavy Users --- p.81 / Chapter VII. --- RECOMMENDATIONS --- p.85 / Chapter 7.1 --- Standardization Versus Adaptation --- p.85 / Chapter 7.2 --- Recommended Marketing Strategies --- p.89 / Chapter 7.2.1 --- Marketing Strategies for the HK Market --- p.89 / Chapter 7.2.2 --- Marketing Strategies for the UK Market --- p.93 / APPENDIX / BIBLIOGRAPHY

by Chow Sau Shing, Leung Lai Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 58-59). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.v / LIST OF TABLES --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter I.I --- Objective --- p.2 / Chapter I.II --- Literature Review --- p.2 / Chapter I.III --- Background --- p.2 / Chapter I.III.I --- Credit Card Business Model --- p.2 / Chapter I.III.II --- Common Types of Credit Card --- p.5 / Chapter I.IV --- Methodology --- p.6 / Chapter I.IV.I --- Part 1: Customer Segmentation --- p.6 / Chapter I.IV.II --- Part 2: Customer Need Identification --- p.8 / Chapter I.IV.III --- Part 3: Customer Satisfaction --- p.10 / Chapter I.IV.IV --- Part 4: Case Studies on Market Competition --- p.11 / Chapter II. --- CUSTOMER SEGMENTATION --- p.12 / Chapter II.I --- Forming the Clusters --- p.12 / Chapter II.II --- Verifying the Cluster Size --- p.13 / Chapter II.III --- Analyzing the Clusters --- p.17 / Chapter II.III.I --- "Group 1: Low-spending, High-loyalty" --- p.18 / Chapter II.III.II --- "Group 2: High-spending, High-loyalty" --- p.18 / Chapter II.III.III --- "Group 3: Middle-spending, Low-loyalty" --- p.18 / Chapter III. --- CUSTOMER NEED INDENTIFICATION --- p.19 / Chapter III.I --- Selection Criteria Comparison by Ranking --- p.19 / Chapter III.I.I --- Similarly --- p.21 / Chapter III.I.II --- Differences --- p.22 / Chapter III.II --- Selection Criteria Comparison by Absolute Value --- p.23 / Chapter IV. --- CUSTOMER SATISFACTION --- p.26 / Chapter IV.I --- "Group 1: Low-spending, High-loyalty" --- p.27 / Chapter IV.II --- "Group 2: High-spending, High-loyalty" --- p.28 / Chapter IV.III --- "Group 3: Middle-spending, Low-loyalty" --- p.29 / Chapter IV.IV --- Overall Comparison and Discussion --- p.30 / Chapter V. --- CASE STUDIES ON MARKET COMPETITION --- p.32 / Chapter V.I --- Credit Card Market Shares --- p.32 / Chapter V.I.I --- "Group 1: Low-spending, High-loyalty" --- p.33 / Chapter V.I.II --- "Group 2: High-spending, High-loyalty" --- p.34 / Chapter V.I.III --- "Group 3: Middle-spending, Low-loyalty" --- p.36 / Chapter V.II --- Analysis of Major Players --- p.37 / Chapter V.II.I --- HSBC --- p.38 / Chapter V.II.II --- Hang Seng Bank --- p.41 / Chapter V.II.III --- Chase Manhattan --- p.43 / Chapter V.II.III --- Overall Comparison --- p.44 / Chapter VI. --- CONCLUSION --- p.46 / APPENDIX --- p.47 / BIBLIOGRAPHY --- p.58

by Tso Miu Lin Debbie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 55-61). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ISSUSTRATIONS --- p.vii / LIST OF TABLES --- p.viii / PREFACE --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.3 / Sample --- p.4 / Basic Contents of the Questionnaire --- p.4 / Limitation of the Questionnaire --- p.5 / Chapter III. --- FINDINGS OF THE RESEARCH --- p.6 / General Card Users Distribution --- p.6 / Credit Card Holding --- p.6 / Type of Credit Card Held --- p.7 / Different Aspects of Credit Cards --- p.8 / Important Aspects --- p.8 / Reasons for Not Paying by Credit Card --- p.10 / Reasons for Paying by Credit Card --- p.11 / Marketing Program of Credit Cards --- p.12 / Effective Marketing Channels to General Users --- p.12 / Effective Marketing Channels to High-end Users --- p.13 / Default Risk of Credit Cards --- p.13 / Total Credit Limit to Revenue Ratio --- p.13 / Credit Card Balances --- p.14 / Roll Over of Credit Card Balances --- p.15 / Roll Over of Card Balances to Revenue Ratio --- p.15 / Rejection of Credit Card Application --- p.16 / Interest-bearing Credit Cards Users --- p.16 / Demographic Characteristics of Interest-bearing Credit Card Users --- p.17 / Consumption Pattern --- p.17 / Gender --- p.18 / Age --- p.18 / Occupation --- p.19 / Home Condition --- p.19 / Education --- p.20 / Credit Card Behaviors of Interest-bearing Credit Card Users --- p.20 / Heavy Credit Cards Users --- p.21 / Demographic Characteristics of Heavy Credit Card Users --- p.21 / Consumption Pattern --- p.21 / Gender --- p.22 / Age --- p.22 / Occupation --- p.23 / Home Condition --- p.23 / Education --- p.24 / Credit Card Behaviors of Heavy Credit Card Users --- p.24 / Roll over frequency --- p.24 / Roll over card balances --- p.25 / Chapter IV. --- ANALYSIS OF RESEARCH FINDINGS --- p.26 / General Card Users Distribution --- p.26 / Different Aspects of Credit Cards --- p.26 / Physical Functions Vs Psychological Functions --- p.26 / Card Issuers Vs Co-branding Partners --- p.27 / Price Conscious Credit Card Users --- p.28 / Credit Cards Usage --- p.28 / Default Risk of Credit Cards --- p.28 / Effective Marketing Program --- p.29 / Effective Marketing Program for General Users … --- p.29 / Effective Marketing Program for Interest-bearing Users --- p.30 / Effective Marketing Program for Heavy Users --- p.31 / Chapter V. --- RECOMMENDATION --- p.32 / Product --- p.32 / Functional Aspects of Credit Cards --- p.32 / Co-branding Partners of Credit Cards --- p.33 / Price --- p.33 / Place --- p.34 / Promotion --- p.35 / Promotion for General Credit Card Users --- p.35 / Promotion for Interest-bearing Credit Card Users --- p.36 / Promotion for Heavy Credit Card Users --- p.37 / Default Risk --- p.38 / Chapter VI. --- CONCLUSION --- p.39 / GLOSSARY --- p.42 / APPENDIX --- p.46 / Questionnaire (English version) --- p.46 / Questionnaire (Chinese version) --- p.51 / BIBLIOGRAPHY --- p.55